Cadillac's first TV commercial for its ELR plug-in hybrid, Poolside, was a smash hit, in that a lot of people saw and talked about it. The 60-second spot didn't say the car was a plug-in, took potshots at the work ethic of all non-Americans and has raked in over a million views on YouTube (you can add one more here). Caddy's new ELR video will get a lot less media attention, but that's exactly the point.

Cadillac claims it was happy with the way actor Neil McDonough strutted his way into the controversial ELR discussion. This time around, though, the coupe gets promoted in a more traditional way: with information about the car and what it can do - you know, drive on electricity, capture braking energy into the battery, go further on gas power when needed, those kinds of things – courtesy of GM's executive chief engineer for electrified vehicles, Pam Fletcher.

The tone of the video has not been changed because of the Poolside controversy. David Caldwell, manager of Cadillac communications, tells AutoblogGreen that the new video is not destined for TV and is completely different because it's meant for a different audience. "It doesn't have any direct relation to Poolside," he says. "TV advertising is not necessarily the heart of marketing something like the ELR. Notwithstanding the fact that we had a very thought-provoking ad [laughs]."

"We definitely have a need to communicate what the ELR is" - Cadillac's David Caldwell

The way you reach out to people via the web is different than the mass-media techniques used in spots like Poolside during big TV events (it aired during the Winter Olympics). The two video spots are different because you need to offer different information in different ways, for example having an ELR website as well as an iPad filled with ELR information at the dealership. For Cadillac, TV is "not going to be the predominant methodology," used to sell the ELR, Caldwell said, "the web is closer to what you need to do to reach people. We definitely have a need to communicate what the ELR is. It's not television advertising at all."

Caldwell said a handful of other short videos similar to the new one will go live in the near future, showcasing design and powertrain aspects of the car. Keep an eye out for them – just don't look for them on TV. You can watch the new video below.



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  • 45 Comments
      happyfunball
      • 9 Months Ago
      ""We definitely have a need to communicate what the ELR is" I'm not so sure that's a good idea, but maybe you can sell a few more Volts by saying "It's a $40,000 cheaper ELR!" Then, at least, those people won't be cross-shopping a Tesla.
      William
      • 9 Months Ago
      Take out all the electrics and put in a smallish diesel.
        Andrew Pappas
        • 2 Days Ago
        @William
        This article posts on both autoblog and autoblog green. Your comment is doomed. That and gm should have come out with this car first. I keep hearing about wanting to push the volume, but I think that's revisionist reasonings
        Andrew Pappas
        • 2 Days Ago
        @William
        This article posts on both autoblog and autoblog green. Your comment is doomed. That and gm should have come out with this car first. I keep hearing about wanting to push the volume, but I think that's revisionist reasonings
      Cruising
      • 9 Months Ago
      Poolside was not controversial, all these over sensitive types making a big deal out of nothing. Look how messed up the economies are in many European countries. Greece for example and in Spain only the black market is thriving. So we don't sit on our asses and go to cafes shut down for a month etc...where is the controversy, why is that controversial? Europe was a mess of a place after WW2, did the US slow down? Nope we spent $$$ out the backside to get those broken countries productive again. Yet immigrants come here to work like Americans and make money time and time again in our land.
        brotherkenny4
        • 2 Days Ago
        @Cruising
        Actor Neil McDonough most surely takes several months vacation a year, he's an actor. The only people in this country taking two weeks vacation or less are the poor slaves. The people who I know think they work all the time really don't work at all, because all they do is sit at a desk and let other people do the real work. You guys are just upset that the people are catching on to the scam. The US spent only on certain nations after WW2, and thus directly and almost single handedly created the cold war. Our population is going down, not up. Immigrants are discouraged by your facist side because they do not support facism. This and the normal "we hate brown people" is why your team fears them and is limiting their immigration.
      viggen
      • 9 Months Ago
      More amateur-league marketing from Cadillac. Brand position remains undefined. The company celebrates the fact that their communications are inconsistent. They don't realize they are a challenger brand and must give BMW/M-B/Audi intenders concrete reasons to consider. They choose a dull, sardonic, lifeless actor for v/o (while Jag smartly taps into Cumberbatch), the list goes on and on. No wonder my local dealer has an $8k discount on every car... What a shame, but not surprising -- with exemption of Ellinghaus, Cadillac's marketing dept and agency is stocked with Pontiac and Chevy retreads.
      Rr778
      • 9 Months Ago
      This car looks different in every photo shoot
      Rochester
      • 9 Months Ago
      Spend twice the cost of a Chevy Volt for two less door and all the tacky, bad taste that comes from everything with a Cadillac badge on it? You gotta be kidding me. This car will fail faster than you can say "Cimarron".
        cadetgray
        • 2 Days Ago
        @Rochester
        Funny how some people just don't understand a rakish 2 door. I guess they are the ones destined to drive their 4 door Beigemobiles back and forth to work until they retire and die. I suppose you can't grasp why a Porsche cost more than a Honda Odyssey because the latter has more doors, more seats, and doesn't have its historical roots tied to an old underpowered VW "Beetle." As for Cadillac representing tacky, bad taste, you need to stop watching Super Fly movies from the '70s on Netflix. That cliché is a little dated bud. If this were 1991 and you could still order a vinyl roof then I could see your point, but the brand has moved on since then. Besides, show me a brand without a Cimarron of its own in their archives....BMW Isetta ring a bell? Toyota Crown MkII, or how about the memorable VW 412? Everyone's made a dog the manufacturers wish we'd forget. Do you think Ford wants a buyer of a new Fusion to recall that the blue oval boys also engineered and built the Pinto? Or how about when the Audi 1000 introduced the world to pulling your car out of the shrubs due to unintended acceleration? It was the first use of the term with the most recent applied to Toyota. Lol. Really?
      Spec
      • 9 Months Ago
      I'm amazed how much they have botched the ELR. From the stupid advertisement, to the lack of 5 seats, to the over-sized price. What a mess. Build a Voltec based pick-up and SUV, ASAP. BMW is going to eat your lunch with their X5 SUV PHEV.
      IBx27
      • 9 Months Ago
      The commercial was well filmed, but the narration is horrendous. It went from a strong, memorable ad to worse than a 5AM infomercial.
      cquoica
      • 9 Months Ago
      The first commercial was full of nonsensical hypocrisy that didn't inform anyone of the actual product. It screamed "'Merica! 'Merica!" It tried to exude the "American spirit" yet came across as phony and insulting. The fact that Cadillac says they were happy with it seems to be of pure stubbornness than anything else. As some have pointed out, these commercials aren't much more educational on the product itself either.
      Unni
      • 9 Months Ago
      ELR looks great, only concern for me is the power train . an around 0-0 of 9 seconds. this should have been somwhere on 4 seconds. instead of fwD , is should have been a rwd or awd.
        rubley00
        • 2 Days Ago
        @Unni
        You're looking for the CTS-V
          Unni
          • 2 Days Ago
          @rubley00
          Should be a CTS-E ( E for electric ) , The drive need to be electric and performance should be of CTS-V
        Ziv
        • 2 Days Ago
        @Unni
        I think the ELR could very easily be tuned to get near 6 second 0-60 times. The Volt has already been hacked to do 6 seconds using the existing motors. Yes, the ELR is heavier, but not that much heavier.
          rubley00
          • 2 Days Ago
          @Ziv
          Voiding the warranty, and likely causing damage to the batteries
      • 9 Months Ago
      Very Informative, I great commercial. I still like "Poolside"
      sirvixisvexed
      • 9 Months Ago
      When they fluff on and on about how great this EV is, but never speak what the actual EV range is, it makes the commercial seem cheap and smell of weakness. It would be like a person with small genitals having a commercial to promote their genitals and it would be telling you a bunch of vague positive adjectives about their genitals and then never actually conveying a length, or perhaps if you want to include them flashing the full TOTAL mileage readout in the commercial into the analogy, it would translate to the person flashing a quick picture of their genitalia for only a moment, with it pictured next to a small prop ruler with dashes but no numbers. This commercial just screams, "Hi, I'm the Cadillac ELR, and I have a small penis, and am very insecure about it" I like the Volt and ELR, just not the ELR price, or this commerical
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